Join the Resistance
The Hunger Games. Divergent. The Maze Runner. The popularity of dystopian Young Adult novels inspired this transmedia execution, created for an anti-acne product pitch. The proposed campaign incorporates all touchpoints: print, web, mobile, social, experiential, OOH, POS, etc.
The plot involves a futuristic world where adult authorities are threatened by adolescent insight and have taken away all the trappings of teendom (cell phones, MP3s, acne meds, etc.) in an effort to keep kids down. The target becomes participants in the storyline, unlocking clues as to how to reclaim their independence—to take back their face and their fate.